Category: Distillery

Put Your Tasting Room to Work

Cyndi
people in a tasting room

By: Mark Colburn

In our last article we talked about the importance of the bar/beer tender as the initial brand ambassador. To follow up on this critical piece to your marketing and sales plan it is highly recommended that these front-line employees be consistently trained and evaluated. I suggest providing sales training for this team including probing (for customer wants/needs), food pairing and a sales incentive based on volume. To provide Off Premise Point of Purchase consumer recall, I also suggest a retail package display be situated in a high traffic area within the tasting room for immediate visual recognition (and take-home sales!).

Exploiting the Tasting Room

  Several of my clients complain that their tasting/tap room sales and traffic are down or flat. As a result, they often try promoting trivia or bingo nights to generate patronage. These may help somewhat. An alternative to this, that I like, is car shows at the tap or tasting room or brewery.

  There are thousands of “Gear Heads” who have muscle cars and love to bring them to car events. By conducting a local car show featuring muscle cars and adding a band or music, you now have an event or platform to promote that will attract potential customers to your venue. Do not discount the Gear Heads and car club members either. They know dozens, if not, hundreds of people like them who love craft beer. I always take care of participants with six packs and/or sufficient samples to thank them and ambassadorize them. You might consider allowing them to have their monthly club meeting at your venue on a slow day during the week. Their cars in your parking lot will attract incremental “traffic.” Let us look at some ideas I have successfully executed that significantly built sales in multiple channels.

  While conducting a territory business review with a regional Walgreens director, I asked him if he thought the store and district managers would like to go on a “field trip” to a few craft beer tasting rooms and breweries to learn about the industry. He jumped at the idea, so I contacted three craft brewers – Pyramid (then in Berkeley, CA), 21st Amendment and Anchor Brewing. I knew their senior management teams and asked if they would pool their resources to rent a bus to take this group to their breweries and brew pubs. They were 100% in. So, I invited a full district’s store managers and three regional district managers. They all arrived on time in San Francisco where we took off to the 21st Amendment brew pub. While at 21A they met the owners and sampled a variety of their beers. We then set off to Pyramid where they got a full tour of the brewery and then sat down in the conference room for a presentation, I made on the craft beer and cider industry. I fielded many questions from the group before breaking for lunch at the brewery. There they got to meet the middle and senior sales management team from Pyramid. After lunch we headed back to the City to Anchor Brewing where they received a warm welcome, a historic tour, and a sampling of Anchor’s finest. The tour ended with a group photo high atop the brewery from Fritz Maytag’s private penthouse. This was truly a treat for the group as this is never open to the public. From the large penthouse cocktails were served from Anchor’s newest spirits division. Afterwards we returned to one of the main stores for off-loading.

  The above concept served a variety of uses from educating and “ambassadorizing” critical individuals within the Off Premise channel to building key relationships with “players” who really make a difference. The tap room was the centerpiece for this effort. The results were excellent. All three brands received additional SKU placements throughout the large Northern California division while Anchor Brewing was able to negotiate a major pallet, 12-pack program resulting in thousands of cases in incremental revenue. Now, let us look at something less expensive.

Sales Ambassadors

  As you most likely know, your distributor teams meet once a week for a sales meeting. I have run over eight hundred of these meetings in my career and can tell you that many can be downright “dry.” My suggestion to our suppliers was to use their tap room or brewery as a future sales meeting venue. This way, your team will have your coveted On and Off Premise salespeople as a captive audience, ripe for “brand ambassadorization.” Once you make a date for a future meeting, PREPARE for this opportunity. Preparation and REHEARSAL are imperative for this rare chance to positively influence your audience. Regarding preparation, I would like to have your best presenter give a detailed summary (10-12 minutes maximum) of your company’s marketing story.

  I caution against making this “dry” and am always in favor of what I call, “Fun-kifization.” This is a “Markism” that simply means to make the effort fun and creative. After your presentation introduce your brand’s sales incentive scheduled to appear in next month’s plan (this needs to be pre-negotiated with the distributor sales management) and be certain they understand it and the expectations. I also recommend a first week “jump start” bonus that will get your incentive out of first gear and ahead of the multiple suppliers all vying for this sales team’s attention. The meeting should end with the announcement that each salesperson in attendance will receive a free six or four pack or bottle for them to sample at home at their leisure.

Speaking of Incentives

  After your wholesaler sales team has sampled your nectars and experienced your “brand DNA” you are in a perfect position to further ambassadorize them a few months down the road with a unique incentive. I have written many supplier sales incentives that follow up on the tap room/brewer experience. To further exploit the tap/tasting room I recommend creating a month-long sales incentive around distribution and/or volume increases for the winning sales division and their manager to be treated to a VIP session in your tap/tasting room. This VIP experience includes an intimate Q&A meet and greet with either the owner, executive team, and/or brewer master (or all of you!) and the winning division (typically divided into 4-5 salespeople and one division manager). The “pay out” includes a free dinner for each winner and assorted samplings of your nectars poured by one of your most senior sales team or owners. Recognize the unique opportunity this presents for your brand and future sales. A side benefit of this incentive is the “talk value” it has with the entire sales team as the winners will “brag” about their experience (at work) which keeps your brand top of mind post incentive while teasing the losers who will want to win and experience the next one. You will also benefit from word of mouth as the winning salespeople talk up your brand in their accounts. These people are influencers and are often asked where to go for a great craft beer. You can track this effort by training your bar staff to ask how a customer heard about your brand when they visit. The bar staff can record this and share it in your weekly staff meetings.

Key Take Away

  Always remember that people buy AND SELL for people and BRANDS that they like. Be that brand.

About the Author

  Mark Colburn has 35 years of experience in the beverage industry working primarily with craft beer and cider brands. He is the host and creator of the pod cast, “The Shinerunner Show” and author of the book, “Craft Beer Marketing & Distribution – Brace for SKUmeggedon.” After earning his master’s degree in marketing, Mark went into the advertising agency business then into brand management. For 15 years he was the marketing director at a large California beer, cider, wine, and spirits wholesaler where he managed a brand team, experiential events, and multiple craft brands. Currently Mark works as a consultant and is available to chat about your brand opportunities at shinerunner@comcast.net.

If You Think It’s About Photos and Video Content,You’ve Missed the Point

Cyndi
photo says branding

By: Jake Ahles, Founder + Creative Director: Morel Creative

  The Misconception: Focusing content on the consumer. Most craft beverage brands make the same marketing mistake: They create content for consumers, but forget their biggest repeat customers—distributors, retailers, and bar managers. If your content isn’t making it easier for these buyers to say “yes,” it’s not working hard enough.

  Here’s the Truth: Great visuals on their own don’t sell craft beverages. A compelling brand story does. More specifically, a brand story that doesn’t just target consumers but also speaks directly to distributors, retailers, and trade buyers. Too many brands focus all their content efforts on consumer-facing marketing while completely overlooking the decision-makers who control shelf space, menu placements, and distribution deals. If your content strategy isn’t making it easier for your buyers to say “yes” and stay top-of-mind, you’re missing a huge piece of the puzzle.

  The Real Issue: Content That Doesn’t Convert Beyond Consumers. Craft beverage producers often assume that consumer engagement equals success. They prioritize likes, shares, and comments but fail to ask:

•  Does our content make it easier for distributors to pitch our product?

•  Are we giving retailers a reason to prioritize our brand over competitors?

•  Do bars, restaurants, and shops see the upside of featuring us?

  When brands focus only on consumer-facing visuals without providing clear trade-focused messaging, they face major challenges:

•  Strong online presence but limited shelf placements.

•  Engaged followers, but inconsistent distribution.

•  Beautiful visuals but no clear reason for retailers to invest.

  Craft beverage marketing isn’t just about looking good—it’s about making your product easier to sell at every level of the supply chain.

  The Mindset Shift: From “Content” to “Conversion”, instead of only thinking:

•  “How does this look to our customers?”

•  “How can we get more engagement?”

    Start thinking:

•  “How does this content help our sellers stay on message and top-of-mind to our buyers and sell our product?”

•  “What do distributors need to make our brand stand out in a crowded portfolio?”

•  “How does this convince retailers that we’re worth premium shelf space?”

  A Case Study: A brand that gets B2B2C storytelling right.

Example 1: A brewery that shifted its focus to retailer-focused content. A mid-sized craft brewery found that despite a loyal consumer base, their retail sales weren’t growing. Their Instagram was full of lifestyle beer shots, but distributors weren’t pushing their product, and stores weren’t restocking as expected. The Fix:

•  Instead of just promoting what they brewed, they started telling the story of why retailers should care.

•  Create content highlighting their beer’s profitability, shelf appeal, and how it drove foot traffic to stores.

•  Provide sell sheets and video content for distributor sales teams to use in pitching accounts, aligning the sales team with a cohesive content ecosystem that keeps messaging consistent.

•  Build up a media library for follow-up, ensuring that distributors and retailers always had access to consumer-facing assets that reinforce the brand story while also serving as sales tools.

•  Structure their content in a way that not only educated distributors and retailers but also engaged consumers, creating a seamless narrative from supply chain to end-user.

  The Result? More placements, stronger distributor support, and increased reorders.

Example 2: A distillery that optimized its trade content. A craft distillery known for its small-batch whiskey was struggling to break into bars and high-end cocktail programs. The Fix:

•  Develope bartender-focused content, showing how their whiskey fit into high-margin cocktail menus.

•  Create a “Perfect Serve” guide with unique cocktail recipes using their spirits, making it easy for bars to feature them.

•  Produce video testimonials from top bartenders explaining why they loved working with the brand.

•  Produce the content in a consumer-friendly way that resonated with both foodservice professionals and consumers, encouraging bartenders to feature their product in cocktail menus while also inspiring at-home enthusiasts to purchase and experiment with it.

•  Ensure all content was stored in a centralized media library, providing their sales team with easy-to-access tools to follow up with trade buyers and reinforce the brand story.

  The Result? Increased on-premise placements, stronger distributor buy-in, and a new revenue stream from cocktail-forward partnerships.

Build a B2B2C Content Strategy (And Avoid Common Pitfalls)

  Crafting an effective content strategy isn’t just about engaging consumers—it’s about aligning marketing, sales, and distribution teams so that everyone along the supply chain is equipped with the right tools to sell your product. Here’s how to build a strong B2B2C content ecosystem while avoiding common pitfalls:

Craft a Sell-In Story for Buyers: Go beyond taste and branding—highlight profitability, sales velocity, and market differentiation to help trade buyers justify carrying your product.

Create Retailer-Focused Visuals: Show how your product stands out on the shelf. Use side-by-side comparisons, packaging breakdowns, and in-store display mockups to prove its retail value.

Align Content with Sales & Trade Education: Too many brands focus only on consumer education but fail to equip distributors, retail buyers, and bartenders with content that helps them sell.

Develop B2B materials: Such as profitability breakdowns, cocktail guides, and video case studies, to make trade partners more confident in promoting your brand.

Centralize Content in a Media Library:

Sales reps and distributors should never struggle to find up-to-date content. A centralized content hub with easy access to key materials—sell sheets, video assets, and promotional materials—ensures consistency across all channels.

Balance Consumer & Trade-Focused Messaging: A well-rounded strategy speaks to both audiences. Consumer excitement fuels demand, but trade relationships secure placements. Ensure that your messaging works in harmony across both sectors.

Support Emerging Brands Without Established Profitability: New brands trying to land their first key accounts or distributors face an uphill battle without established sales velocity or profitability.

  Instead of focusing solely on financial metrics, position your brand as a must-have by highlighting differentiation, unique storytelling, and consumer demand potential. Develop compelling proof-of-concept content—such as early adopter testimonials, brand collaborations, and market trend reports—to give distributors and retailers confidence in taking a chance on your brand.

  Leverage exclusive partnerships, limited-run promotions, or unique launch activations to entice key accounts before traditional sales metrics are in place.

By following these steps, craft beverage brands can maximize both sell-in (distribution & retail adoption) and sell-through (consumer demand & sales) while ensuring that content works as a unified strategy rather than fragmented efforts.

The Brands That Win

  The craft beverage industry is more competitive than ever. The brands that rely solely on consumer-facing visuals will struggle to scale. The ones that win will be those that:

•  Build demand at both the consumer AND trade level.

•  Make it easy for distributors and retailers to sell their product.

•  Use content as a tool to drive sell-in AND sell-through.

  So, next time you plan content, don’t just ask: “Does this look good to consumers?” Ask: “Does this help our buyers sell more of our product?”

Final Thoughts

  The craft beverage market is growing, but so is the competition. A solid content strategy is no longer just about attracting consumers—it’s about ensuring that everyone along your supply chain is equipped to champion your brand.

By making your content work for distributors, retailers, and trade buyers, you’re not just creating a beautiful brand—you’re building a business that scales.

Are you creating content that sells your product beyond TikTok? If not, it’s time to rethink your approach.

Pack Expo logo

Variety of needs prompt changes in packaging choices

Cyndi

By Rebecca Marquez, Director, Custom Research, PMMI

Transitions in packaging materials are not uncommon for consumer packaged goods (CPG) companies. Nearly half have transitioned materials in their operations within the last 12 months, and 35% say transitioning has increased, according to Transitioning Flexible Materials Best Practice, a report prepared by PMMI Media Group Custom Research, the proprietary research arm of PMMI, The Association for Packaging and Processing Technologies.

Transitioning decisions are driven by the need to meet sustainability goals, cut costs, enhance product quality and safety, comply with regulations, overcome supply chain issues, and meet changing consumer preferences.  

The Best Practice document, prepared in conjunction with the Flexible Packaging Association and PMMI’s OpX Leadership Network, serves as a guide to transitioning flexible films for CPG companies and their OEMs. The transitioning process requires careful planning, testing, and evaluation to determine whether the new materials are compatible with existing machines or require new machines. A flow chart defines tasks required for transitioning flexible films, and a RACI matrix shows the responsibilities of the groups that should be involved in the process, including Packaging Design and Development, Operations and Engineering, Marketing/Brand Owner, OEMs, and Materials Suppliers/Converters. Step-by-step guidance leads the transition through feasibility; design and development; pilot testing; tracks for legacy or new equipment; commissioning, qualification, verification; supply chain scale-up/commercialization; and evaluation.

A related resource, the PMMI Material Transitioning Dashboard, provides insight into what materials are being used in 44 industry categories, the top 10 materials being phased out, and what replacements will most be in demand during the next three to five years. The fully customizable tool evolved from a PMMI report prepared in collaboration with Ameripen, 2023 PACKAGING COMPASS: Evaluating Trends in U.S. Packaging Design Over the Next Decade and Implications for the Future of a Circular Packaging System and enables users to tailor the data to their industry and business.

For example, the Dashboard reveals the materials most likely to be phased out in the Food and Beverage industry during the next three to five years include polystyrene (PS); polyurethane (PU) and PS foams; polyvinyl chloride (PVC); molded pulp; rigid polyethylene (PE), low-density PE, and polypropylene; and multi-material structures, both rigid and flexible. At the same time, the most likely replacements include post-consumer-recycled (PCR) rigid and flexible formats, recycled materials, reusable packaging, and compostable structures, followed by molded pulp, solid-bleached-sulfate paperboard, bio-based substrates, and flexible and rigid PE.

The top five material phaseouts in the Life Sciences/Pharma/Healthcare sector are molded pulp, PS, PVC, PU and PS foams, and multi-material structures. Favored replacements in this category include PCR rigid and flexible packaging, and materials with recycled, compostable, or bio-based content.

CPG companies planning material transitions have a new resource to tap, the inaugural PACK EXPO Southeast (March 10–12, 2025; Georgia World Congress Center, Atlanta). With 400 exhibitors spread over 100,000 net square feet, the show will present machinery in operation and the latest materials to enhance manufacturing operations, PACK EXPO Southeast ranks as the most comprehensive show in the region offering crossover solutions for today’s biggest packaging and processing challenges for 40+ vertical markets, including Food & Beverage, Household & Automotive, Life Sciences/Pharma/Medical Devices, Cosmetics/Personal Care, Pet Food & Pet Care, and Chemical (household and industrial).

With opportunities for innovation, education, and connection, the debut event is packed with exciting features, including sustainable solutions such as mono-material design and reusable options, expert-led sessions on industry trends, and presentation of cutting-edge technologies such as automation, robots and cobots, AI, augmented reality, virtual reality, and preventative maintenance, as well as innovations for anticounterfeiting, smart packaging, e-commerce, food safety, cold-chain packaging, and life sciences operations. Attendees will be able to explore new technologies, find new packaging materials, meet key partners, observe equipment in action, and compare multiple machinery options.

The Reusable Packaging Pavilion, sponsored by the Reusable Packaging Association, will highlight how reusable transport packaging products and services can reduce waste, lower costs, and enhance supply chain efficiency. Whether optimizing operations or adopting more eco-friendly practices, this pavilion will serve as a gateway to a more sustainable supply chain, which achieves a smaller carbon footprint and supports a circular economy.

The Association Partner Pavilion connects attendees with leading associations that drive innovation and excellence in packaging and processing. This central locale offers a wealth of resources, insights, and expertise and provides access to tools and knowledge to stay ahead of industry trends.

A one-stop shop for resources to strengthen and grow the workforce, the Workforce Development Pavilion showcases the dynamic opportunities offered by PMMI U, including popular training workshops designed to enhance skills and meet industry needs. It’s also the place to observe the impressive mechatronics and packaging programs presented by leading schools. Plus, it provides an opportunity to connect with talented students eager to embark on careers in packaging and processing, making it the perfect platform for networking, talent acquisition, and building strong industry partnerships.

Educational sessions at PACK EXPO Southeast include Industry Speaks and the Innovation Stage. At Industry Speaks experts from the PACK EXPO Partner Program will share valuable insights on the latest industry trends and pressing topics. Representing diverse verticals, these thought leaders will explore key themes and offer actionable knowledge about workforce development, scale-up strategies for emerging brands, advancements in remote services and monitoring, cybersecurity, and evolving industry standards.

The Innovation Stage features free, 30-minute seminars presented each day by industry experts. Discover breakthrough technologies, explore innovative applications, and gain insights into proven strategies to enhance productivity, efficiency, and safety.

PACK EXPO Southeast also offers ample opportunities to connect, collaborate, and build relationships via events such as the Taste of Atlanta sponsored by Multi-Conveyor LLC (4:00–5:30 p.m., Monday, March 10). Open to registrants of the show. Show badge required for entry. 

Later that evening, the next generation of industry leaders will be able to network and learn more about working in the packaging and processing sectors at the Young Professionals Networking Reception at Wild Leap Atlanta (7:00–10:00 p.m., Monday, March 10). RSVP required. Must be registered for the show.

The Packaging & Processing Women’s Leadership Network also will host a reception. Sponsored by Morrison Container Handling Solutions, it will take place from 4:00–6:00 p.m. on Tuesday, March 11, and provide an opportunity to connect with influential women in the packaging and processing industry. RSVP required. Must be registered for the show.

Like all PACK EXPO shows, PACK EXPO Southeast will offer programs and activities just for students to promote careers in packaging.

Attendees have access to a host of tools and resources to help them make the most of their time at PACK EXPO Southeast. My Show Planner, a personalized collection of “must-sees,” tracks interests before, during, and after the show. In addition to providing a personalized resource planning tool and directory of exhibitors and sessions, My Show Planner offers appointment scheduling capabilities.

Personal agendas also can be created and saved in the PACK EXPO Southeast Mobile App, sponsored by ProMach. This free app streamlines show floor navigation with interactive maps, provides access to exhibitor, product, and educational session listings, and delivers show news and information about demos, giveaways, and other activities.  

To help pinpoint prospective suppliers before the show, the PACK Match Program offers PACK EXPO Southeast registrants the opportunity to schedule a free, 30-minute, virtual consultation with an unbiased industry expert. This consultation will generate a list of suppliers capable of addressing the registrant’s specific business challenge(s). Register for an appointment by Feb. 25.

Discover the future of packaging and processing at the new PACK EXPO Southeast (March 10-12, 2025; Georgia World Congress Center, Atlanta), the most comprehensive show in the region offering crossover solutions for today’s biggest manufacturing needs for 40+ vertical markets. Attendees will find the Atlanta location, a manufacturing hub of the region, convenient and easy to access for teams to attend, assess the latest technologies, learn from leading industry experts, and make valuable connections to meet current or upcoming project requirements. Registration is $30 through Feb. 14, after which the price increases to $130. For more information and to register online, visit packexposoutheast.com.

What Kind of Still Makes a Better Bourbon?

Cyndi
photo of 2 men standing in front of a bourbon still equipment

By: Kris Bohm: Owner of Distillery Now Consulting LLC.

Ask a distiller this question and you will hear different answers from every person you talk to.  Spend some time in Kentucky and you will hear that good bourbon is only made on continuous column stills. Step foot into a modern craft distillery and the distiller running the place may tell you that the best type of still is a hybrid batch still. Ask a distiller who distills using old world methods and their equipment of choice is often a pot still. Why this topic is eternally debated among distillers is that all three of these opinions are correct. What makes it so tough to sort out this debate is that just as great whiskey can be made on all types of stills. It is important to note that not so tasty whiskey can also be made on all 3 types of stills when not produced properly. Let’s weigh the pros and cons of each type of still and look at a few respected distilleries who are utilizing their preferred distillation method to produce world class whiskey.

  How each type of still functions is an excellent starting point to unpack the debate. The design of a still plays a strong role in the profile and character of spirit it will produce. Each type of still utilizes a different design to extract the alcohol from the distillers beer. The difference is how the alcohol is distilled from the beer and rectified plays a strong role in the character of the spirit. This pronounced difference is subtle to the average person but the difference is distinct to a trained palette. This difference is so distinct that if a distiller were to take two identical batches of beer and distill it on two different types of still the difference in flavor can be remarkable.

  Pot stills are the oldest and well known style of distillation equipment. Pot stills, while effective, are not very efficient at separating the chemical components of a distiller’s beer. When a beer is distilled in a pot still the spirit that is produced from the first distillation is known as low wines. These low wines are an unsavory spirit that is normally around 40% ABV and not suitable to be drunk nor barrel aged. To fully distill a whiskey on a pot still the low wines must be redistilled to fully separate the unwanted components from the spirit. During the second distillation the distiller makes their cuts to separate the heads, hearts and tails. The hearts which can be anywhere from 55 to 70% ABV are kept and then diluted a bit before being put into a barrel to age. When a distiller is working with a pot still they will typically double distill the spirits. When distilling using this type of equipment the decision of the distiller when to make their cuts plays a critical role in the overall profile of the spirit. Spirits that are pot distilled are often described as heavier, oily and more flavorful when compared to spirits distilled in other ways.

  Hybrid batch stills share many similarities to pot stills in that both pots and hybrids are batch distillation systems in which a single batch of beer is distilled all at one time. A hybrid still differs from a pot still in that there are internal components in a hybrid still that increase rectification, which in turn increase the alcohol concentration that is produced by the still. Because of this design in hybrid stills they are operated by doing a single distillation to produce a spirit that is ready to be barreled. During this single distillation the distiller makes a heads and tails cut. The ABV of spirits from a Hybrid still is normally a bit higher than spirits from a pot still. This is due to the rectification that occurs on the plates of a hybrid still. The spirit that comes off a hybrid still tends to be a bit cleaner and more neutral when compared to pot distilled spirits.

  Continuous Column stills are drastically different in operation and theory when compared to pot or hybrid stills. A continuous column still distills alcohol from a beer by continually injecting beer into a plated column that strips the alcohol from the beer and then continually rectifies the spirit while also removing a portion of the spirit which is referred to as the hearts. Continuous columns are known to produce spirits that are lighter in flavor and less oily when compared to pot distilled spirits. Continuous columns also have a very high output when compared to pot or hybrid stills. There is considerable rectification that occurs within a continuous column and as a result the spirit is noticeably different when compared to pot distilled spirits.

  A wonderful example of all styles of distilled bourbon coming together is happening right in the heart ofTexas. The great folks who run the Milam and Greene Distillery in Blanco Texas have found a unique balance between pot distilled bourbon and column distilled bourbon. At their distillery the bourbon is being distilled using the old world method of double distillation utilizing a pair of Vendome Copper stills. The whiskey distilled by Milam and Greene is a bourbon that is rich and full of character emphasizing the grains in the spirit that stand out. While distilling flavor forward bourbon in house on pot stills Milam and Greene also brings in whiskey from other distilleries to blend. This outside bourbon comes from a distillery that runs a continuous column still, thus there is a distinct difference in the two types of bourbon that can be found aging in the Milam and Greene barrel warehouse. One of the popular and unique products offered at the distillery is their Triple Cask Bourbon. This creative whiskey is a blend of pot distilled bourbon from their own distillery that is blended with spirits from two other distilleries. The spirit is rich in character and stands proudly as a heavily awarded bourbon among its peers in Kentucky and Texas. 

  When it comes to selecting the best still for making whiskey there are many factors to consider. Output of the equipment and budget are two of the most important. Pot stills and hybrid stills such as those found in many craft distilleries have a smaller capacity to produce. Small still can only produce a few dozen barrels of whiskey per year. In comparison continuous column stills typically produce thousands of barrels per year. The cost to produce thousands of barrels annually can be beyond the budget of goals for many start ups. Which leads to the decision to do pot or hybrid distillation. If you are trying to make the decision on which still is right for you, drop us a line and we can help you make that decision. In the meantime have a sip of good bourbon and savor the years of hard work it took to make that spirit.

About the Author

  Kris Bohm of Distillery Now Consulting. When Kris is not debating the merit of distillation methods you can find him traveling the world by bicycle.

The Role of Visual Storytelling in Craft Beverage Marketing

Cyndi
photo showing multiple cell phones with photos and other images

By: Jake Ahles, Morel Creative

In today’s competitive market, visual storytelling has shifted from a “nice-to-have” to an essential tool in brand building. Many brands, especially emerging ones, view cohesive visual storytelling as unachievable or reserved for big players with larger budgets. Instead, they focus on updating Instagram or TikTok sporadically, hoping this will carry them from the fringes to the forefront of their industry. However, effective visual storytelling is no longer a luxury limited to the big brands. A cohesive, clear, and consistent storytelling strategy can be the key to scalable, sustainable growth for any brand willing to invest the time and effort – with tangible ROI.

  It’s the brands that devote meaningful time and resources to visual storytelling that rise above the noise. This doesn’t mean investing millions in a Super Bowl commercial. Nor does it mean posting on social media multiple times a day – or even daily. It means understanding and showcasing what makes your brand unique—those elements that form your brand’s DNA and resonate deeply with your target audience. Successful brands know that product facts aren’t enough. They must connect with their audience’s aspirations and solve their pain points.

  Your brand lives in the minds of your customers. Effective storytelling allows you to shape how they perceive you instead of leaving it to chance. Storytelling is your brand’s superpower, making your product not just visible, but irresistible. Here’s the hard truth: your customers don’t care about your product. They care about what your product does for them—how it makes them feel, how it alleviates a problem, or helps them reach a goal.

Overcoming Barriers to Visual Storytelling

  Many brands avoid visual storytelling. They worry about its time, effort, and measurability. Let’s address these challenges directly.

1.           Time: A structured, strategic plan can save time in creating visual content. A defined storytelling framework avoids last-minute content scrambles. Instead, you’re building a library of assets that can be reused and repurposed, saving time in the long run. Also, a good storytelling strategy lets brands produce 3+ months of content from a single production.

2.           Effort: Crafting a visual storytelling program is undoubtedly a commitment, but the rewards are proportional. By putting in the effort to build a cohesive visual story, you’re setting the stage for long-term brand loyalty, engagement, and differentiation. A stage that meets your B2B goals and B2C needs for sustainable, scalable growth.

3.           Measurability: Brand growth and storytelling don’t always have short-term sales metrics. But, that doesn’t mean they lack value. Brands that implement consistent visual storytelling and brand-building practices are often the ones that attract investors, raise capital, or get acquired. Longevity is what investors are after, not a flash-in-the-pan ‘viral video’. Brands with strong storytelling have gained trust and emotional connections with their audience. This is vital for long-term growth and market leadership.

The Power of the 4Cs: Cohesion,

Clarity, Consistency, and Connection

  To build a visual storytelling program that showcases how your product can solve customer pains and help them reach aspirational goals, focus on these four key principles.

1.           Cohesion: A cohesive video and photo content program works together to tell a unified story. Every piece of content, from social media to packaging, must capture your brand’s essence and story. Cohesion reinforces recognition, trust, and loyalty among your audience.

2.           Clarity: A clear brand story differentiates your offerings in a crowded market. When your audience easily understands what sets you apart, they’re more likely to engage, trust, and remain loyal to your brand.

3.           Consistency: Consistent messaging reinforces your unique selling proposition (USP) and builds trust. By consistently communicating what makes your brand special, you create a dependable, recognizable image, fostering long-term relationships with consumers.

4.           Connection: Emotional connection is crucial for brand loyalty. Addressing your audience’s pain points and hopes makes your content personal. It drives engagement and advocacy, improving brand perception and sales.

Defining Your Unique Selling Proposition (USP):

By clearly defining your USP with the F.E.E.E.D. ingredients we discussed in a previous article and implementing the 4Cs, you position your brand to stand out and rise to market leadership. Defining your brand’s core ingredients and values—the “story” that makes you different—is essential to cutting through market noise. A solid USP, when done well, boosts your value to your audience and potential investors. It makes your brand more attractive for acquisition or investment.

How Visual Content Can Elevate Your Brand

Positioning as a Premium or Trusted Choice: Intentional, professional visual content helps position your brand as high-quality and trustworthy. In a market where consumers are increasingly discerning, the quality of your visual storytelling can be a powerful signal of your brand’s reliability and value. Premium content boosts your brand’s image. It makes you a top choice as a craft brewery, distillery, or kombucha maker.

Driving Engagement and Loyalty: Great storytelling keeps your customers engaged over time, encouraging loyalty and repeat purchases. Instead of pushing your product on every platform, focus on building a relationship. Show your brand’s personality. Share behind-the-scenes glimpses. Showcase the faces behind the product. When your audience feels connected to your brand, they’re not just buyers—they’re advocates.

Creating Share-Worthy Moments: In today’s digital age, shareable content is a key driver of organic growth. When your content resonates, it invites your audience to share it, amplifying your brand’s reach. Create shareable moments. It could be a beautiful bottle, a relatable brand message, or an impactful video. Let your audience become your brand ambassadors.

Implementing the 4Cs in Your Visual Storytelling Strategy

  To start building a visual storytelling strategy, think benefits first, then features. Begin by listing out the core facts and features of your brand and product. Next, identify ways to use these features to educate, engage, and connect with your audience emotionally. Ask yourself:

•             How does my product solve a problem for my customer?

•             How does my brand help my audience reach an aspiration?

Combine the facts and features that engage, educate, and connect with your audience emotionally. This forms the foundation of your brand’s story and a true differentiating factor—a Unique Selling Proposition that resonates.

  This process allows you to plant the story of your brand in the minds of your target customers. It’s no longer just a product; it’s an experience, a solution, a part of their lives.

  By addressing the perceived obstacles of time, effort, and measurability, and focusing on the 4Cs, craft beverage brands can use visual storytelling as a vehicle for growth. When your brand’s visuals show not just what you offer but why it matters, you invite customers to be part of your story.

  Embrace storytelling: Let it turn your brand into a compelling choice that customers are proud to support and share.

Employee Training:  It Starts with the Interview

Cyndi
photo showing employee receiving training behind the bar

By: Earl E. Sullivan

In the hospitality industry employees come and go.  If you are lucky, you will have them for several years.  Employees staying in the hospitality sector can often bounce from place to place making training more difficult as well as more important.  With new employees their training is your opportunity to break any bad habits from previous employers and set the standard at the very start of your new relationship.  How your employees treat your customers, their team mates and the business will be a direct reflection on the business and corelate directly to profits.  With that, employee training starts at the interview. 

  First, are you on time?  It sets the expectations that they should be on time.  If you do not set the standard, how will they know the true measure of your expectations.  Are you prepared?  If you are not, why would they try to be prepared in the future?  Are you professionally dressed?  I fully understand that sometimes you have a new hire come in to interview after you just finished with some hard work and you are a little on the purple side.  Take them in the back and show them where you were working and why your attire is relevant to the job you are doing and important for the role that they are seeking. 

  Next, all the same questions apply to the candidate.  Are they on time?  There are reasons why people can be late.  New location that is unfamiliar, traffic or general lack of attention to detail.  For us, late is a red flag.  It indicates that the person did not think through the details of the job interview beforehand and that you are just another job and not a sought-out destination to work.  Are they prepared?  Again, is this just a job or are they passionate about wine or your brand or the industry?  Have they looked at the website?  Do they know what type of beverage you produce?  Do they know some of the common events you do or traits of your business, like being pet friendly?  Did they visit your space prior to the interview to see how your business operates.

   With social media and websites, it is not unreasonable to expect that a candidate would come in knowing something about your business.  It is hard to find the right person but putting the wrong person into the culture with both your existing staff and your customers is worse than being shorthanded.  Someone should want to know where they are interviewing, come prepared and be able to see if it is as much a fit for them as for you.  Unprepared equals not invited back at our facility.  Finally, are they dressed appropriate for your brand.

   Every brand has a style – some are casual, some are edgy, some are old-school.  Trying to fit someone into your brand that does not naturally fit will be a long-term problem for both your team and your customers.  They do not have to have on the trendiest clothes in the business or the most expensive shoes.  However, if you are an edgy brand and they show up in khakis and a button down, you might want to ask some additional questions.

  When you are first looking at candidates, you will get a sense of how well versed they are in customer service and in the trade. But you will also be setting the standards that your company will have if you conduct the interview with the same attention to detail that you provide your customers during service.  In addition, how you treat the prospective employees as well as your main staff will determine how they treat the customers.  They learn by seeing and experiencing the way the current team works.   If you or your team do not smile, do not greet guests, or do not take an interest – why should they? 

  In our business, once we pass the interview stage we put the prospective employee into a trial shift.  This allows them to see the pace of the workplace, engage with the team and see what type of clientele we have.  Many a candidate have not made it past the trial shift because of lack of empathy, unwillingness, or inability to pitch in, (even if they are new) or just a general attitude that does not mesh with the team.  You never want to throw a curveball at your team with personalities unless they are looking for something to add to their current group dynamic.  It is an easy, safe, and cost-effective way to see if this person is going to be a good fit for your team.

  The next step in how you conduct your training is what you type of benefits you provide to the new staff member.  Remember, it takes time and money to train someone.  You want them to stay with you for as long as they can, and to do that they need the prospect for a living wage. 

   Food insecurity and housing insecurity are the two biggest issues facing employees in the hospitality sector.  When they walk into your tasting room or bar and see that it is not busy, they instantly wonder if they will be able to pay rent or buy food.  If they do this enough, they will either need to leave to find more secure wages or get a second or third job.  When an employee has multiple jobs, by nature, they will be split on their loyalties and focus.  Lack of passion for what you are doing or not attending to the details of service lead to compounding problems with the guests. 

  Not everyone can afford full time or salaried employees but what can you do as an owner or manager to make sure that when things are slow the employee has an opportunity to earn or when things are busy, they can bank a little extra money to tide them over during the lean times?   In our facility, our employees have full benefits which come with additional responsibilities.  Not every facility is the same but the cost of training employees and the cost of losing customers from poorly trained employees is real across the board.

Moral of the Story

  The right employee can make or break you.   It is your responsibility to set the tone from the beginning.   Invest time in bringing people on so that you add the right dynamic and personality to your team and your brand.  You can train wine; you cannot train attitude.  And it all starts with you at the interview.  So, take it seriously and use the time wisely.

Contact the author at earl@telayawine.com

Keeping Your Business Safe During the High Season of “Holiday Spirit”

Cyndi
photo showing many patrons at a bar sitting at the bar

By: David DeLorenzo

As the year comes to a close and a new one begins, many bars and restaurants are in their high season. The combination of out-of-towners as well as families and friends gathering to celebrate the holidays can lead to a successful season for those in the hospitality industry. But it can also bring additional safety concerns for business owners. While the holidays are for celebrating and good times, they are no time to get lackadaisical on important safety protocols. Here are some tips and reminders to minimize loss control throughout the holiday hustle bustle:

Train employees properly — Your staff members are the gateway to your success. Many customers will chose an establishment for the customer service. So hiring friendly, welcoming staff is key. However, it’s also important that those employees not only know how to treat the customer, but that they are well-trained in the safety protocols of your business. This extends to interaction with the customer as well as safety protocols in the kitchen. Staff members should be highly trained on not only their area of service (bartender, server, cook, dishwasher and host, for example), but the entire restaurant’s. Ensuring this can help you run a tight ship — and keep everyone safe.

  It’s highly researched and proven that people overconsume more during the holidays, with some sources stating December through March as the range in which alcohol consumption spikes. This is great for business if you are a bar and restaurant owner. However, it can also bring unwelcome consequences if you and your staff are not carefully abiding by the laws and maintaining your own protocols when it comes to serving alcohol.

Maintain camera footage — Having timestamped video footage can truly be a lifesaver in the case of an incident involving customers or staff. Think of video surveillance as a safety net for your business — one that you need to maintain. I highly recommended holding onto camera footage for longer than 30 days, even if you don’t think there was any incident during that time. This can be one of the most persuasive pieces of evidence in the case of a lawsuit and you won’t regret having it if that time ever comes.

Check IDs (and check them twice) — It’s better to be over cautious than under cautious, particularly at this time of year. Overserving is one thing, but overserving a minor is quite another. Make sure servers always check IDs and don’t be hesitant to have another staff member give it a look or ask for a secondary form of ID if there is any question about validity.

Security isn’t seasonal — Depending on the type of establishment you run, consider heightening security during holiday and high seasons. When overconsumption increases, this can lead to poor decisions and aggression. Having added security to support double-checking those IDs and for ensuring no one enters your establishment that has already been drinking in excess can help save your business. It’s also beneficial to hire someone that has a background or experience in security. This role requires brains and brawns.

  The bottom line is that just one claim, at any time of the year, can result in a 50% to 100% increase in your insurance rate for the next year, at least. And for the most part, this is avoidable by taking these simple precautions.

Look Ahead to Set Yourself Up for Success in 2025

Stay on top of your premiums payments — As the holidays come to a close, it’s important that your businesses finances are kept up to date and that you’re making timely payments on your premiums. They are the bedrock of your coverage — not just to keep your policy active, but to ensure that when the unexpected happens, your policy stands strong, ready to protect your establishment. If you keep up to speed on your premiums payments you won’t have to worry about any gaps in coverage that could sneak up on you in the new year.

Have, and be able to access, documentation — It’s also important to make sure your documentation and certifications are in order (and easily accessible) in the event of an audit. It’s crucial to understand that audits are not just about numbers but about ensuring your coverage reflects your reality. This will safeguard your establishment against the unexpected.

  Speaking of documentation and certifications, they are the tapestry of the hospitality industry and the shield of protection for your business. It’s not only important to have them but be able to access them when needed. When looking ahead to 2025, consider upgrading your organization systems. For example, you can invest in an app that allows you to consolidate your documentation and certification into one easily accessible format that you can get to at a moment’s notice. It’s not just about having the proper documentation and certifications, it’s about proving that you have them.

Work with a trusted specialist — End of year is a good time to review your policy, which should be done annually. When doing so, make sure you meet with an experienced specialist that is well-versed in the intricacies of your industry. At the end of the day, the rate is the rate. Unfortunately, this is the result of the amount of lawsuits that occur.

  However, if you find a specialist who works with businesses in your industry, you’re paying for the expertise that they can bring when advising you on your policy. This is invaluable, especially if you ever do get into the unfortunate instance in which a claim is filed against you, a staff member or your company as a whole.

  An experienced and knowledgeable insurance broker can review your current policy to ensure the documents are accurate and that they truly represent your coverage. They can also advise you on the importance of life insurance and buy-sell agreements. For many restaurateurs, these can seem like investments for the future. However, they are actually the lifelines of today, to make sure that your business not only survives, but thrives, even in the case of the unexpected.

  Consider your broker your partner in your thriving business. They will help you through the good times and bad. More than simply selling you a policy, a trusted insurance partner will be able to provide you with peace of mind, assurance, and a shared vision for the future of your business.

So as you head into 2025, make a list — of the things you need to do in the new year to ensure the safety and protection of your business and your staff members — and check it twice.

  Out of his passion for serving the restaurant and hospitality industry, David DeLorenzo created the Bar and Restaurant Insurance niche division of his father’s company The Ambassador Group, which he purchased in 2009. For more than 20 years, he has been dedicated to helping protect and connect the hospitality industry in Arizona. For more information visit barandrestaurantinsurance.com.

Bio-Tech Flavor Market is Expected to a Colossal US$ 69.03 Billion Fueled with 7.2% CAGR By 2034 | Fact.MR Research

Cyndi

Rockville Pike, Nov. 12, 2024 (GLOBE NEWSWIRE) —

According to a newly published research report by Fact.MR, a market research and competitive intelligence provider, the global bio-tech flavor market is analyzed to reach a size of US$ 34.44 billion in 2024 and is further forecasted to expand at a noteworthy CAGR of 7.2% over the next ten years. The continuous developments in biotechnology, particularly in the fields of fermentation, microbial engineering, enzymes, and other technologies, are revolutionizing the manufacturing of natural flavors.

  These techniques are essential because they enable the efficient and regulated synthesis of taste molecules from enzymes and microorganisms, producing bio-tech flavors of superior quality. Moreover, these approaches require less money than resource-intensive conventional extraction methods. Because of these ongoing advancements, leading food and beverage producers are embracing bio-tech tastes on a large scale. Bio-tech flavor makers are also increasing their manufacturing capacity and focusing on supplying them at budget-friendly pricing by scaling up these biotechnological processes.

Request a Sample of this Report for Additional Market Insights

Bio-Tech Flavors Growth in Market Valuation Over Years

  North America’s strong demand for natural and clean-label products is contributing to the market growth in the region. Because the region is home to biotechnology enterprises, the market is growing at a noteworthy rate. Owing to the rising demand for flavored foods and beverages, the East Asian market is estimated to provide several lucrative opportunities in the coming years.

Key Takeaways from Bio-Tech Flavor Market Study: 

  The worldwide market for bio-tech flavors is forecasted to reach a size of US$ 69.03 billion by 2034-end. The North American region is estimated to lead with a 23.9% portion of the global market in 2024.

  The market in East Asia is approximated to reach a valuation of US$ 15.95 billion by the end of 2034. The application of bio-tech flavors in beverages is evaluated to increase at 7.2% CAGR through 2034.

  Demand for bio-tech flavors in South Korea is projected to rise at 8% CAGR from 2024 to 2034. By flavor type, the microbial produced flavor segment is analyzed to generate revenue worth US$ 19.05 billion by 2034.

  “Prominent bio-tech flavor companies are investing in R&D activities to generate new and advanced microbial flavors that enhance product offerings and meet evolving customer expectations for distinctive flavors and health benefits,” says a Fact.MR analyst.

  Some of the leading providers of bio-tech flavor market are Givaudan S.A; International Flavors & Fragrances Inc.; Firmenich SA; Symrise AG; Takasago International Corporation; Sensient Technologies Corporation; Kerry Group; Frutarom Industries Ltd.; BASF SE; Bell Flavors and Fragrances Inc.; Fab Flavour; Janiel Biotech; Garden Flavours Co. Pvt. Ltd.

Bio-Tech Flavor Industry News & Trends:

  The biotech company Cultimate Foods, based in Berlin’s Biocube and Hannover (Institut für Technische Chemie, Leibniz Universität Hannover), successfully concluded its €2.3 million seed investment in April 2024. The business intends to expand its operations, business alliances, and manufacturing procedures.

  In 2024, BASF Aroma Ingredients launches a new natural product under the Isobionics brand into the taste market. Isobionics Natural beta-Caryophyllene 80, a new product in the Isobionics brand, exemplifies the company’s commitment to developing natural tastes that are impacted by consumer desire.

How Much Demand Is There in the US for Bio-Tech Flavors?

  With reputable biotechnology companies and academic institutions establishing the benchmark for the development of biotech tastes, the US is renowned for its technical innovation. These advancements are improving fermentation and microbial engineering techniques, enabling the production of high-quality, efficient natural flavors.

Get a Custom Analysis for Targeted Research Solutions

  By increasing the scalability and cost-effectiveness of bio-tech flavor manufacturing, advancements are encouraging food and beverage industries to use bio-tech tastes as an alternative to synthetic or traditional natural flavors. By ensuring consistent flavor quality and reducing manufacturing costs, this technological breakthrough is also contributing to a rise in industry adoption in the United States.

 Several Beverage Companies Widely Utilizing Bio-ech Flavors Over Synthetic Ones:

  A high number of beverage producers are switching from artificial flavors to biotech alternatives derived from plants. The growing demand for natural solutions by consumers is the cause of this shift. Beyond their actual flavor characteristics, bio-tech tastes meet consumer desire for clean-label products free of artificial ingredients.

Bio-Tech Flavors Market Trends and Insights

  Biotechnology is enabling the production of unique and complex taste compounds that enhance beverages’ sensory characteristics and appeal to a wider range of customers. The need for bio-tech flavors is also driven by the growing popularity of functional beverages, which frequently include bio-active ingredients for health advantages.

More Valuable Insights on Offer:

  Fact.MR, in its new offering, presents an unbiased analysis of the bio-tech flavor market, presenting historical demand data (2019 to 2023) and forecast statistics for 2024 to 2034.

  The study divulges essential insights into the market based on form (powder, liquid, paste), flavor type (vanilla & vanillin, fruity, microbial produced, essential oils), and application (food, beverages, nutraceuticals), across seven major regions of the world (North America, Western Europe, Eastern Europe, East Asia, Latin America, South Asia & Pacific, and MEA).

Discover Additional Market Insight from Fact.MR Research:

  Flavor enhancers market is estimated to be valued at US$ 3.66 billion in 2023. The global demand is set to reach a market value of US$ 6.08 billion by 2033.

Food ingredient market size is estimated to reach $35.15 Bn in 2024 and is projected to grow at a CAGR of 4.9% to end up at US$ 56.79 billion by 2034

Natural flavor carrier market is projected to grow at a steady CAGR rate during 2018-2028. Clean Label products augur the growth of natural flavor carriers.

Gamma-decalactone market is expected to grow steadily during the forecast period. The market is projected to exhibit faster expansion in North America.

Natural and organic flavor market is projected to be valued at US$ 9.99 Bn in 2024 and is projected to rise at 5.7% CAGR to ascend to $17.39 Bn by 2034

About Us:

  Fact.MR is a distinguished market research company renowned for its comprehensive market reports and invaluable business insights. As a prominent player in business intelligence, we deliver deep analysis, uncovering market trends, growth paths, and competitive landscapes. Renowned for its commitment to accuracy and reliability, we empower businesses with crucial data and strategic recommendations, facilitating informed decision-making and enhancing market positioning. With its unwavering dedication to providing reliable market intelligence, FACT.MR continues to assist companies in navigating dynamic market challenges with confidence and achieving long-term success. With a global presence and a team of experienced analysts, FACT.MR ensures its clients receive actionable insights to capitalize on emerging opportunities and stay ahead in the competitive landscape.

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How Conveyors Are Used and How to Choose the Right One

Cyndi
photo of conveyors in a facility

By: Alyssa L. Ochs, Staff Writer

Generally speaking, a conveyor is a mechanical system that automatically transports materials within a designated area. They are helpful in many different industries, including craft beverage production, to increase efficiency and productivity while maintaining food-grade safety standards and reducing manual labor.

Conveyors serve various functions in breweries and distilleries, including grain transportation to and from silos, moving malt within a small area and transferring bottles between packaging and labeling machinery. Fortunately, there are various conveyor options available to breweries and distilleries today.

  Here are some insights about how conveyors help producers of craft beverages and tips for choosing the right one for your operations.

Understanding Conveyor Technology

  Various types of conveyor technology are used in craft beverage production to handle malt. Flexible screw conveyors are an excellent option for this purpose because they don’t require extensive cleaning or maintenance. The spiral is the only moving part in a flexible screw conveyor, making it ideal for low throughput and avoiding cross-contamination. Aeromechanical conveyors work well for microbreweries with a small footprint. They incorporate polyurethane discs evenly spaced in an air stream to handle malt for greater throughput and energy efficiency.

  Conveyors also move cans and bottles between different pieces of machinery during bottling and packaging. This process requires regular cleaning and maintenance to keep the moving parts working properly.

  Chain disk conveyors are used to transfer grain and are effective in gently and quickly moving grain while improving yield. This type of conveyor pulls segmented disks through a tube for grain transfer. Meanwhile, pneumatic conveyors, which utilize compressed air, are preferred by large breweries. It is also possible to customize conveyors to achieve tailored solutions for breweries and distilleries and integrate them alongside existing systems and processes.

Types of Conveyors and Their Uses

  Breweries and distilleries have numerous choices about the types and sizes of conveyors they implement. Yet ultimately, the goal is to improve production efficiency and maintain the quality of beverages as materials move across conveyor lines.

  It is common to choose mass-flow conveyors for canning and bottling purposes whenever you need to move items vertically in mass quantities. With this conveyor, you can move products up or down in a mass or single flow at a rate of up to 2,000 units per minute with consistent movement.

  Reflow conveyors temporarily accumulate products moving down a conveyor line and provide necessary time between machines used for different purposes at different stages of the production process. For example, a reflow conveyor may be used during the transitions of moving products between labeling stations and packing equipment. Example configurations include in-line, serpentine, alpine, bidirectional and spiral options.

  Another option is the single-lane accumulation conveyor, which provides a downstream buffer zone where products can accumulate during processing. This conveyor helps prevent congestion and product damage as they move through the system. You might consider using one of these conveyors in your packaging line so that bottles and cans can be held in place temporarily while awaiting the next processing phase.

  Bucket lift conveyors are made of carbon steel and have plastic buckets on the belt to lift material in a high-efficiency lower hopper. After use, this conveyor can leave substantial residual material under the hopper and become moldy if not cleaned properly.

  Craft beverage producers can try shafted or shaftless screw conveyors but should be aware of their pros and cons. Shafted screw conveyors are more efficient, but shaftless options are more flexible and can change direction. It’s essential to check for residual material at the bottom and be mindful of the potential for loud noise due to the high speeds of the shaftless option.

  Producers can process grain through wind conveyors and rely on suction generated by a large fan to transport grain to its intended destination. This low-noise option can transport materials long-distance, but it generates some dust and isn’t necessarily the most efficient option.

  Another idea to consider is the pipe chain conveyor, which has roots in the livestock breeding industry but is now used in craft brewing. This type of conveyor system is expensive, but you’ll enjoy low noise benefits, multi-angle transportation and efficient transportation for your investment.

Conveyor Companies and Options

  Certain companies specialize in conveyor systems for the craft beverage market, including, Spiroflo, which offers flexible screw conveyors and aeromechanical conveyors. Spiroflo’s flexible screw conveyors are recommended for conveying malt in breweries and distilleries because they are easy to clean and maintain. There’s only one moving part, the spiral, and it comes with quick-release flanges that can be easily cleaned to prevent cross-contamination. If you have higher throughput, Spiroflo’s aeromechanical conveyors gently move products in an air stream and work well with malt to avoid product degradation while boosting energy efficiency.

  Another company, Floveyor, offers a tubular drag conveyor that manages complex routes and controls infeed and dosing with multiple discharge outlets in the process line. It incorporates food-grade conveying technology in a single machine to handle powders, granules and multiple grains. Floveyor invented the aeromechanical method of conveying and has been in this industry for over 65 years. Its conveyors are made from stainless steel, have fully enclosed tubing, offer a compact size and are easy to clean and maintain for added long-term value.

  Globaltek is another company that works in this space and offers a wide range of packaging, bottle handling, filling and labeling solutions. Its industrial conveyor system minimizes bacteria so craft beverage products can safely transfer and meet all stability and sanitation requirements. Globaltek offers brewery-specific, custom-made conveyors that are adjustable, reliable, efficient and easy to clean. Its product line includes a bottomless side belt transfer conveyor and accumulating tables. 

  Meanwhile, UniTrak offers a Powderflight aeromechanical conveyor with a small equipment footprint yet a high throughput rate of up to 1,440 cubic feet per hour. These machines can convey products from angles of zero to 90 degrees and have portable bases so you can move them easily for processing. In breweries, they are used to transport malt to the mash tun so it can be mixed with hot water to form mash. UniTrak also offers flexible screw conveyors with lower throughput rates as an economical solution. These conveyors are fed manually with sacks of ingredients and can convey materials at 650 cubic feet per hour. The company has been in business for over 45 years and helps customers address their material conveying challenges worldwide.

Cleaning and Maintaining Conveyors

  Aside from buying the actual conveyor system itself, it’s crucial to understand how to properly clean and maintain your conveyor to protect your long-term investment.

  Yujin Anderson, the owner & CEO of Steamericas, Inc., told Beverage Master Magazine how cleaning with steam eliminates the labor-intensive process of removing conveyor parts to rinse and wash them. She explained that you can’t use too much pressure or water when cleaning a conveyor because these modern pieces of equipment have delicate sensors and electronics. Yet, cleaning manually is very time-consuming because conveyors’ many nooks and crannies.

  This is where steam comes in to address those problems. Once water boils and becomes a gas, it acts more like air than water to get to all those tiny areas. The naturally high temperature is able to replace chemicals as the heat melts off debris and is naturally sanitizing.

  Anderson shared that using steam to clean a conveyor utilizes less water than traditional methods – more like a 10 ounce cup of water per minute instead of five gallons. Steam doesn’t expose brewery and distillery employees to harmful chemicals, promoting better worker safety and wellbeing. It also keeps employees safe because it reduces the risks of finger pinches and amputations in conveyor systems.

  Craft beverage producers often call Steamericas for steam solutions to sterilize barrels or to sanitize tanks and keg lines. However, the exact same product used for these purposes, the Optima Steamer, can also be used to clean conveyors. Therefore, this cost-effective solution is beneficial for small operations with limited budgets. The steamer is a multi-purpose product that can save you money on overall equipment investments, make your equipment last longer because it’s well-maintained, and streamline employee training with just one product to use.

Considerations about Conveyors

  Many established breweries and distilleries already have conveyor systems that satisfy their needs. But if you run a new business or are experiencing rapid growth, you might look to buy new machinery or upgrade your current setup.

  One of the most important things to consider is how much space you have for a conveyor so that the model you choose fits where you need it to be. You’ll also want to consider the prices of comparable models, their ease of use and their cleaning requirements. You can buy new or used conveyors depending on your budget, or consider leasing a conveyor if that fits better into your production’s financial plan. The installation process, ongoing maintenance and energy consumption are other considerations that factor into a decision about a getting new conveyor.

  Furthermore, you will want to explore the belt types, size and weight of the product, speed needed to move the product and the direction of the conveyor (either incline or decline). There are conveyors that you may need to wipe down dry or can wash down with soap and water, as well as various design types that include pivot, Z-frame, pacing and vacuum conveyors. It’s also essential to think about conveyor-related accessories that you may need, such as diverters, gates, side tables, pushers and control-stop safety devices.

  Looking to the future, some recent innovations and trends to watch in the conveyor industry may interest craft beverage producers. For example, artificial intelligence (AI) technology is revolutionizing conveyors and equipping them with sensors, cameras and real-time data to identify potential issues and inform users about upcoming maintenance needs. Researchers have been using 3D printing to produce custom conveyor parts for greater durability and design to tailor systems to producers’ unique needs.

  Sustainability is a significant concern among craft beverage producers today, so conveyor manufacturers are focusing on energy-efficient drives and brake systems. It is also becoming possible for robotic systems to collaborate with human users to handle sorting, packing and quality check tasks for greater efficiency and accuracy during the conveying process.

  If your brewery or distillery has yet to consider conveyor technology for your operations, perhaps now is the time to learn about the options available and their potential benefits. Staying ahead of the curve and embracing the spirit of innovation can go a long way in helping a beverage business thrive while boosting productivity, saving money and conserving resources. 

The Science and Economics of Continuous Distillation

Cyndi
picture of Vendome Copper & Brass works distillery equipment

By: Kris Bohm: Owner of Distillery Now Consulting LLC.

If you have a drink of bourbon from a well-known whiskey brand, chances are that whiskey was distilled on a continuous column still. When it comes to making whiskey and selecting the equipment for distilling it is wise to look to industry leaders and their choices can help guide your decisions. Distilleries that are selling millions of cases of bourbon and rye whiskey annually in countries all around the globe use continuous distillation equipment to make their whiskey and that type of still might be the best choice for you.

  Most of the established distilleries in the southern United States made the decision decades or in some cases centuries ago to distill their whiskey on stills that are very different from the pot stills. While distillation of whiskey has its history firmly rooted in small batch distillation pot stills, the modern production of bourbon is a very different business from where it began centuries ago. The vast majority of whiskies you will find behind your local bar today were all distilled on continuous column stills. Whether it is bourbon, rye whiskey, Canadian or Irish whiskies there is a good chance that most of the bottles you’ll find were all made on a continuous column still. Together let’s explore a bit of history, operational theory and the economics of continuous stills. My goal with this article is to help you more carefully consider if a continuous column still is the right choice to make your whiskey.

  The science of distillation is an ancient technology, with history pointing to the discovery of distilling occurring sometime in the first century AD. As knowledge of distillation and technology improved there are records of spirits being distilled for beverage in the 12th century by Latins. Up until the 1800s all distilling was done in batches on what was a known as simple pot still. The concept of continuous distillation first recorded in Europe in the early 1800s. Many variations of the design of continuous still were created during the 1800s. The first well documented continuous still was named the Coffey still after its inventor Aeneas Coffey. This still was reported to have been patented and built in 1830 and was made from wood, iron and copper. The Coffey Continuous still was found to be far more efficient than the traditional batch or pot still. The reason this still design was more efficient was that it uses less energy and labor to produce spirits. A big benefit of the Coffey still was that it could produce much larger quantities of spirits per hour than pot stills in a much smaller footprint. The Coffey still was recognized by distillers as a better choice of equipment to produce distilled spirits on an industrial scale. As continuous distillation grew in popularity through the 1800s many refinements were made to the original Coffey design, which set the continuous column still to be the equipment of choice for distilleries that needed to make large quantities of spirits.

  Lets jump in and talk about the specifics of how continuous distillation works and how it differs from batch distillation. If you understanding of theory on batch distillation science, it is important to approach continuous distillation open minded as the operation and distillation theory is starkly different. The critically important concept one must accept when seeking to understand continuous distillation is the following.

Continuous Column Stills are NOT Pot Stills

  The principles and physics that allow a continuous still to function and separate heads, hearts and tails are completely different from batch distillation.

Below is a breakdown of the steps from start to finish and the operating principles of a modern continuous column still. We will trace the 10 steps that occur in a continuous still which will take fermented distillers beer and turn it into spirits.

1)           Beer is pumped from a tank called a beer well into the still and injected into the column above the stripping plates at a consistent and continuous flow rate.

2)           As the beer is pumped through pipes to the still the beer first passes through a heat exchanger that preheats the liquid before it enters the column.

3)           The preheated beer enters the column on the stripping plates and meets rising steam in the still which flash evaporates the alcohol out of the beer. The steam is directly injected into the base of the still.

4)           The spirits that are extracted out of the beer are carried as hot vapor into the upper portion of the still. In the rectification portion of the still the spirit it is continuously rectified till it meets that target proof that is controlled by the still operator.

5)           As the spirits are rectified in the still the proof increases which separates the tails and fusels with their higher boiling point that are left behind and concentrated on lower plates.

6)           The spirits that the distiller wants to collect moves as hot vapor onto the condensers which continuously separates the heads from the hearts.

7)           The heads and methanol which have a lower boiling point do not condense and remain vapor which is then is vented off the still at multiple condenser points.

8)           The spirits (hearts) is condensed in the condensers, where it passes through the spirit safe and is then pumped to a spirit holding tank.

9)           Thanks to gravity the water and solids of the beer slowly move down the stripping plates of the column to the bottom of the still.

10)        By the time the beer exits the bottom of the column it has less than .05 percent alcohol remaining in it.

  This summary of how a continuous still works is brief and bit simplified. There are pumps, processes and control valves that control cooling and flow to maintain equilibrium and balance in the operation of a continuous column still.

  While continuous columns still are efficient and cost effective to operate, this does not mean they are inexpensive to operate. Let’s breakdown the inputs and outputs in the operation of a continuous still to consider the large scale at which they operate.

  An 18” diameter continuous column still will distill on average 9 gallons per minute of beer. From a production perspective you can distill over 50,000 gallons of beer in a work week if the still is run 24 hours a day. In distilleries running continuous stills of this size they will often run a single shift per day and not 24/7. In that case a continuous column still being run for 8 hours a day 4 days a week will be distilling upwards of 16,000 gallons of beer per week. When this quantity of beer is distilled it can produce upwards of 45 full size barrels of whiskey per week. We will avoid the discussion here of exact cost as the price of the grains and barrels to produce these spirits can vary widely. Suffice to say the quantities of grain needed to make this much whiskey and the barrels to put it all in adds up to a sizable budget. When it comes to considering efficiency of labor my approach is to look how many labor hours it takes to make a barrel of whiskey. In my experience of operating a continuous still versus a pot still I have found it takes nearly 3 times as many labor hours to produce a barrel of whiskey on a pot still versus a continuous column still. When consideration of the difference in labor cost and energy efficiency is looked at it becomes obvious that a continuous column still is a smarter way to make large quantities of whiskey.

  Pot stills are excellent for distilling small batches of spirits and also for distilleries that do not have the budget to produce spirits on an industrial level. On the other hand pot stills are not effective to produce spirits that are comparable in cost to produce as spirits made on a continuous still. One of the biggest hurdle young distilleries face as their sales increase is having the capacity to grow production to keep up with demand. A pot still is difficult to scale up. A continuous still is very easy to scale up production. If you are thinking about starting a distillery, we urge you to consider a continuous column still to make your spirits. The economics are too strong to ignore and the reduction in cost of production is critical to sustain your business as it grows.

  Kris Bohm is the owner of Distillery Now Consulting. When Kris is not helping folks with continuous still he can be found pursuing adventures on two wheels and defending his beer mile record.